Magazine publishers and their online strategies: review and implications for research and online-strategy formulation
Hanna‐Kaisa Ellonen, Olli Kuivalainen · International Journal of Technology Marketing · 2006
This paper explores the current state of online activities of the magazine publishing industry, providing an analytical review of existing knowledge of those online activities. Furthermore, it proposes a simplified framework to help the publishers in planning and in integrating their online operations into their overall strategy process. The framework comprises of three steps: the first is to determine whether the magazine would actually benefit from online presence. The second step is to choose an optimal online strategy that matches the magazine's competitive strategy. Finally, we argue that magazine publishers should carefully consider to what extent they should invite their readers to be involved. This interactivity could be seen as a key factor as it is our understanding that virtual communities could be a way of creating more value for a magazine's readers, advertisers and editors, alike.